How to Create First Look Pricing Rules

Using rules, First Looks pricing is configured in Ad Manager. It is advisable that you create two rules- one that excludes specific inventories that are not eligible, and the other that includes all the other inventory and grants specific buyer/advertiser/brand access.

If you already use different sets of rules for display and mobile web inventory, you should do the same for First Look because according to data, buyers bid differently for different inventory types, and a more granular First Look pricing rule approach may help you increase yield.

How to create rule to exclude ineligible inventory?

1. Once you sign into Google Ad Manager, click on Inventory> Pricing rules> First look pricing.

2. Go to the inventory type, for which you wish to create the rule- Display, Mobile app, In-stream video or Games. Depending on how your network has been configured, the inventory available to you will vary.

3. To start a new rule, click on New Pricing Rule.

4. Enter First Look- Block, or some similar name in the “Name” field.

5. In the priority field, enter 1.

6.  Select whatever inventory you cannot monetize through First look because of Google Ad Manager Partner Guidelines or special ad units, in the targeting section.

7. In the section that says “Rules for targeted inventory”, select-

  • Set pricing and blocking for everything.
  • Set floor prices
  • Blocked.

8. Click on Save.

How to create rule to include all other inventory and grant specific buyer/ advertiser/ brand access?

1. Once you sign into Google Ad Manager, click on Inventory> Pricing rules> First look pricing.

2. Go to the inventory type, for which you wish to create the rule- Display, Mobile app, In-stream video or Games.

3. To start a new rule, click on New Pricing Rule.

4. In the “Name” field, enter First Look-Allow, or some similar name.

5. In the Priority field, put a value of 2 or more.

5. Do not change anything in the targeting section.

6. Select Set pricing and blocking for specific items, in the section that says Rules for targeted inventory.

7. Next to buyers or Advertisers and brands, click on Edit and select the buyers/advertisers/ brands you wish to grant First Look access. You can add all the buyers/advertisers/brands or those that you are sure would provide high CPMs.

8. Specify if you would wish to set floor prices, that is, fixed CPM or target CPMs-

Indicate whether to set floor prices (fixed CPM) or target CPMs:

Set floor prices- where the lowest winning bid must not be any less than the floor price

Set Target CPMs- where you can potentially earn more revenue over time if you adjust floor prices and make them match more bids. The floor prices which are on individual bid requests can either be higher or lower than the target CPM set. However, the average CPM for your inventory is equal or higher than the set target CPM.

9. Set the target CPM or floor price and click on allowed and enter the value.

10. The Pricing and blocking for everything else must be deselected.

11. Click on Save.

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